A Little Communication Theory

1. A Little Communication Theory I Introduction to Public Relations School of Communication Studies James Madison University Dr. Michael Smilowitz

2. What to expect? • A very brief discussion of communication theory to provide a basis for understanding better the text material. • Describe some basic propositions – emphasizing the relevance of perspectives and metaphors to theoretical viewpoints. • Distinguish a linear perspective from a relational perspective. • Discuss Shannon and Weaver’s classic model of communication to illustrate a linear approach. • Discuss a coorientation model of public relations to illustrate a relational approach.

3. Starting Propositions • There are lots and lots of definitions of communication. • The definitions that people prefer depend on the perspective they use when thinking about communication. • Here, the term “perspective” is used to recognize that people see what they are looking to see. • Not just ordinary people, but theoreticians also.

4. Starting Propositions • Theoretical perspectives determine those aspects of phenomena that will be considered relevant or important. • Theoretical perspectives often are defined by the metaphors they employ. • Metaphors are more than “comparisons without the use of like or as.” • Metaphors provide ways to connect things in new and different ways. • Metaphors direct thinking to expect certain characteristics.

5. The Power of the Metaphor “You should meet my friend, she’s a tiger! ? + =

6. Two Perspectives: • Linear perspective • Focuses on the conveyance of meaning. • Takes a mechanistic view. • Relational perspective • Focuses on the transactional processes. • Regards all participants as active agents.

7. A linear perspective: • Defines communication as the transmission of symbols from one person to another. • Its mechanistic point of view is well illustrated by the classic Shannon and Weaver model of communication.

8. Source Shannon and Weaver’s Model: In applying the model to human communication, the “Source” is in the speaker’s mind; the thoughts, feelings, information, that the speaker wishes to convey to another.

9. Transmitter Source Shannon and Weaver’s Model: In applying the model to human communication, in the “Transmitter” are those means by which the speaker attaches symbols to that which the speaker wants to convey. Encodes

10. Transmitter Source Shannon and Weaver’s Model: Channel In applying the model to human communication, the “Channel” refers to all the human senses.

11. Receiver Transmitter Source Shannon and Weaver’s Model: In applying the model to human communication, in the “Receiver” are those means by which the listener removes the thoughts, feelings, information that the speaker encoded. Channel Decodes

12. Destination Transmitter Source Shannon and Weaver’s Model: In applying the model to human communication, the “Destination” is the mind of the receiver in which the thoughts, feelings, information of the speaker now resides. Channel Receiver

13. Destination Source Shannon and Weaver’s Model: Using Shannon and Weaver’s model, communication effectiveness is defined simply as: ≡

14. Destination Transmitter Source Shannon and Weaver’s Model: Noise Channel Receiver • Noise can occur any where in the process. • Physical noise • Psychological noise

15. Destination Transmitter Source Shannon and Weaver’s Model: • Fidelity refers to “faithfulness” of the reproduction of the message. When applied to human communication, fidelity can refer to: • 1. Clarity • 2. Accuracy • 3. Understanding • 4. Acceptance Channel Receiver Noise interferes with: Fidelity

16. Destination Transmitter Source Shannon and Weaver’s Model: To determine the fidelity of the transmission, look for: Channel Receiver Feedback